McKinleys

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McKinleys

• We cater to you

Grasp Advertising
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Repositioning McKinleys

• For the second assignment, Grasp was given the
  task of repositioning McKinleys dining hall. We
  had to interview customers and employees of
  McKinleys in order to determine the current
  strengths, weaknesses, opportunities and threats
  of the dining hall. Through this analysis, our
  team was able to come up with creative marketing
  ideas for the company to strengthen the current
  campaign to become more profitable. Our main goal
  was to stress that McKinleys is a friendly
  environment that caters to the customers wants
  and needs. We also created a cultural symbol, The
  Happy Cow, in attempt to further brand McKinleys.

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Why does McKinleys need improvement?

• Something was missing
• As of now McKinleys is merely a dining hall
  offering a different option from Brooks, however,
  after our new marketing campaign is set into
  action, this café will be known for its unmatched
  options around campus

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What did we find?

• Student surveys
• 200 people surveyed at random to achieve a
  thorough understanding of the student bodys
  opinion of McKinleys
• Employee / Manager Interviews

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Current Position

• Convenience
• Central location
• Good food quality, freshness
• Food is made to order

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S.W.O.T. Analysis

• Strengths
• Convenience
• Food Quality
• Weaknesses
• Long Lines During Lunch
• Slow Service
• Opportunities
• Atmosphere
• Student Input and to Make Them Informed Through
  Website
• Threats
• Brooks
• Fast Food ? Ordering Pizza, McDonalds, Wendys,
  Etc.

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Opportunities continued and Goals

• Promote atmosphere of McKinleys
• Bring more people in during off hours
• Make consumers feel as though their individual
  needs are being met
• Get point across at low cost
• Inform students about the ways of McKinleys

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Repositioning Strategy

• Make McKinleys more friendly to the consumers
  individual wants and needs
• We cater to you with
• Options for every individual
• Read
• Study
• Watch TV
• Wireless access
• Hang out
• Recipe submission

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The Happy Cow

• We used this character throughout our marketing
  campaign in attempt to create a cultural symbol
  linked to McKinleys

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The New McKinleys

• What has changed?
• New website!
• Featuring daily specials, menu choices, recipe
  submission, competitor prices, what McKinleys
  has to offer and suggestion box
• Visit us now! http//www.freewebs.com/mckinshappyc
  ow/
• Marketing of McKinleys
• New promotional ideas

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Promotional Ideas

• Punch Cards
• Buy 10 six inch subs get one free
• Website
• Chalk Talk
• Drawn advertisements on classroom chalk boards
• Example on following slide

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Promotional Ideas

• Sidewalk signs
• To appear on Brooks Walk and leading up to the
  Campus Center
• Hallway banners
• Hung along hallways in various buildings around
  Alleghenys campus
• Example of sidewalk sign and banner follows

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LOOKING FOR A
CONVENIENT
PLACE TO STUDY?
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WANNA MEET UP WITH FRIENDS?
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NEED A BREAK FROM WORK?
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SEARCHING
FOR
WIRELESS?
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TO FIND OUT MORE
STOP IN _at_ McKINLEYS OR
VISIT WWW.ALLEGHENY.EDU/HAPPYCOW
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Budget Breakdown

• We had a budget of 120 for a one month marketing
  campaign to promote McKinleys throughout
  Allegheny Colleges campus.
• 1,000 Punch cards 19.99
• 5 Hallway Banner Ads 12.25
• 2 Sets Sidewalk signs 66.07
• 200 surveys 10.00
• Other Items 10.00
• Total 118.31

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The McKinleys Experience

• Our goal was to communicate the changes of
  McKinleys dining hall throughout Alleghenys
  campus by repositioning McKinleys with a new
  marketing campaign
• We attempted to promote a new and improved dining
  experience, in hopes of creating a profitable
  outcome for Allegheny College and Sodexho

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